This book presents consumer-related topics from both theoretical and practical approaches to building and examining the theory of how consumers think and act within the context of tourism consumption.

Contributions by: Daisy Suk-fong Fung, Bob McKercher, Mojtaba Shahvali, Reihaneh Shahvali, Deborah Kerstetter, Ilenia Bregoli, Francesca Ceruti, Helena Reis, Antonia Correia, Lee P McGinnis, Estela Marine-Roig, Salvador Anton Clavé, Giacomo Del Chiappa, Fulvio Fortezza, Marcello Atzeni, Marion Karl, Christine Reintinger, Muhammet Kesgin, Homa Hajibaba, Sara Dolnicar, Guliz Coskun-Zambak, Anita Zátori, Tingting Liu, Mimi Li, Han Shen, Hanjung Lee, Michael Campbell, Stefano Dall'Aglio, Christopher Beagley, Stephen Atkins, Tonny Tonny, Masahiro Ogawa, Taketo Naoi, Shoji Ijima